Consumer Behaviour & Marketing Communication

                                                         Syllabus

          MBA KMBMK02: CONSUMER BEHAVIOUR & MARKETING COMMUNICATION

Unit-1                                                                                                                                           (4 Hours)

Introduction: Introduction to Consumer Behavior; Applications of Consumer Behaviour Knowledge in Marketing. Consumers and Customer, Consumer Behaviour in the Contemporary Environment. Introduction, Problem Recognition, Information Search, Evaluation of Alternatives, Post-Purchase Behaviour, Attribution Theory and Diffusion of Innovation.

Unit-2                                                                                                                                          (8 Hours)

Consumers as Individuals and in the Social Context: Consumer Perception, Consumer Attitude Formation & Change, Behavioural Learning Theories and Cognitive Learning Theories to Consumer Behaviour. Reference Groups, Family, Gender & Age Influences, Social Class & Consumer Behaviour, Cultural Influences on Consumer Behaviour

Unit-3                                                                                                                                           (9 Hours)

Marketing Communication: Objectives of Marketing Communication, Functional Areas of Marketing Communication. Integrated Marketing Communication (IMC): Concepts and Process, Advertising Management: Meaning, Nature and Scope of Advertising, Classification of Advertising, Process of Advertising, Fundamentals of Advertising Campaigns, The Creative Brief, and Advertising Appeal. Advertising Agencies - their Role, Functions.

Unit-4                                                                                                                                         (10 Hours)

Ad Budget, Methods of Budgeting .Measuring Effectiveness of Advertisement , Legal and Ethical Concepts and Issues in Advertising, Global vs Local Advertising, Decision Areas in International Advertising, Media Planning and Strategy - Media Types and their Characteristics; Setting Media Objectives; Steps Involved in Media Planning, ; Media Strategy, Emerging Concepts and Issues in Marketing Communications.

Unit-5                                                                                                                                           (5 Hours)

Trade Promotion, its Nature, Types and Objectives, Consumer Promotion: Coupons, Premiums, Contests and Sweepstakes, Refunds and Rebates, Sampling, Bonus Packs and Price offs.